![](https://emergencyservicestimes.com/wp-content/uploads/2025/05/ESS-Button-resized.png")
Fire Fighters Charity has launched a new five-year strategy and refreshed brand as it aims to double the number of people it supports by 2030 in response to growing demand for specialist health and wellbeing services across the UK fire services community.
The announcement comes after the charity recorded its busiest year to date. During 2025/26, it supported a record 13,507 people, while demand for its psychological support services increased by 10%, highlighting the growing complexity of health and wellbeing challenges facing those working across the fire and rescue sector.
The charity currently provides support to around 360,000 people connected to the UK fire services community. It estimates that almost 88,000 people are likely to require specialist health and wellbeing support each year, meaning it is currently reaching around 15% of those who could benefit from its services.
“Every day, firefighters, fire control personnel and everyone who supports emergency response are there for us on some of the worst days of our lives. They witness trauma, endure immense pressure and carry extraordinary responsibility, often while putting the needs of others before their own.
“The impact of working in the fire service can take its toll – sometimes immediately, sometimes many years later. Yet too many people are still reaching crisis before they access the specialist health and wellbeing support they need.”
Sherine Wheeler, Chief Executive, Fire Fighters Charity.
Its new Strategy to 2030 sets out plans to increase that figure to around 30% over the next five years by focusing on three key priorities: preventing health problems before they escalate through earlier intervention, expanding access through digital and blended services alongside its residential centres, and strengthening partnerships with fire and rescue services, healthcare providers and sector organisations.
Alongside the strategy, the charity has also unveiled a new brand, designed to reflect the organisation’s evolution and support its ambition to provide earlier, more accessible and joined-up care. The rebrand was made possible through a legacy gift from the family of a late firefighter.
To coincide with the launch, Fire Fighters Charity has released a new short film, The Silence Between Calls, which explores the psychological impact of working in the fire and rescue service and encourages people to seek support before reaching crisis point.
Created by Emmy Award-winning director Daryl Goodrich and Mad Cow Films in partnership with Surrey Fire and Rescue Service, the unscripted film features firefighters and fire control personnel sharing their experiences in their own words.
“Our new strategy sets out an ambitious plan to double the number of people we support by 2030, reaching more members of the fire services community earlier, in more places and in ways that work for them.
“By investing in prevention, embracing innovation and working in partnership with fire and rescue services and other organisations, we can help more people stay well, recover sooner and continue serving their communities across the UK.”
The charity hopes the new strategy, brand and awareness campaign will encourage more members of the fire services community to access specialist support earlier, helping to reduce the long-term impact of physical and psychological health challenges.
To read similar articles, check out our People and skills channel.
